41. Information and computer systems and programs and their role in marketing analysis

Marketing information system (MIS): consists of people, equipment, and procedures to gather, sort, analyze, evaluate, and distribute needed, timely, and accurate information to marketing decision makers.

Marketing decision support system (MDSS). Information system that links sales and marketing managers with relevant databases. It is defines as a coordinated collection of data, systems, tools, and techniques with supporting software and hardware which an organization gathers and interprets the relevant information from business and environment and turns it into a basis for marketing action.

Market analysis for product software consists of a number of techniques that allow an organization to collect and disseminate information from their external environment of software products for use in determining their market strategy and actions.

41. Marketing audit. Main stages and goals

Marketing audit is a comprehensive, systematic, independent, and periodic examination of a company’s or business unit’s marketing environment, objectives, strategies, and activities, with a view to determining problem areas and opportunities and recommending a plan of action to improve the company’s marketing performance.

A marketing audit starts with agreement between the company officer(s) and the marketing auditor(s) on the audit’s objectives and time frame, and a detailed plan of who is to be asked what questions. The cardinal rule for marketing auditors is: Don’t rely solely on company managers for data and opinions.

The marketing audit examines six major components of the company’s marketing situation. Components:

Part I. Marketing Environment Audit

1. Macroenvironment

1. Demographic

2. Economic

3. Environmental

4. Technological

5. Political

6. Cultural

2. Task environment

1. Markets

2. Customers

3. Competitors

4. Distribution and Dealers

5. Suppliers

6. Facilitators and Marketing Firms

7. Publics

Part II. Marketing Strategy Audit

1. Business Mission

2. Marketing Objectives and Goals

3. Strategy

Part III. Marketing Organization Audit

1. Formal Structure

2. Functional Efficiency

3. Interface Efficiency

Part IV. Marketing Systems Audit

1. Marketing Information System

2. Marketing Planning System

3. Marketing Control System

4. New-Product Development System

Part V. Marketing Productivity Audit

1. Profitability Analysis

2. Cost-Effectiveness Analysis

Part VI. Marketing Function Audits

1. Products

2. Price

3. Distribution

4. Marketing Communications

5. Sales Force

41. Pull and push strategies in marketing channels development.

Marketing channels = sets of interdependent organizations involved in the process of making a product or service available for use or consumption. Marketing channel performs the work of moving goods from producers to consumers – achieve goods available to target markets.

Push Marketing creates a situation within the retail environment where the manufacturer and the retailer work together to promote one specific product model or entire product line. This may involve setting up distribution channels and persuading middle men and retailers to stock the product. Example: "Taking the product to the customer“ 1)Trade show promotions to encourage retailer demand 2)Negotiation with retailers to stock your product 3)Efficient supply chain allowing retailers an efficient supply 4)Point of sale displays

Pull Marketing creates a situation in which consumers knowingly request a branded product and "pull" it through the distribution channel. A pull strategy requires a highly visible brand which can be developed through mass media advertising or similar tactics. Example: "Getting the customer to come to you” 1)Advertising and mass media promotion 2)Word of mouth referrals 3)Customer relationship management 4)Sales promotions and discounts